“This is exciting for us as a company and for the city of Milwaukee because we are bringing the sport of motorcycling together with a destination location to serve all cycle enthusiasts in downtown, Walker’s Point, Bay View, the East Side and more,” Binkert said in a statement. “We’ll welcome bikes of all makes and models to a location that brings the entire riding community together for the camaraderie that comes with the sport."

House of Harley-Davidson noted the new site is less than 3 miles from both the Harley-Davidson Museum and the Summerfest grounds at Henry Maier Festival Park.

The new south side location is scheduled to be ready for the 2018 riding season when Harley-Davidson Motor Co. will invite the world to Milwaukee for its 115th anniversary celebration, House of Harley said.

“We’re excited that House of Harley-Davidson will add another great location here in Milwaukee, the birthplace of our great brand,” said Mike Kennedy, vice president and managing director, U.S. at Harley-Davidson. “This aligns with our strategy to focus on urban markets in the U.S., which are strategically important to us as we look to grow riders over the next decade."